The document provides information on setting up and managing Google AdWords campaigns. It discusses key concepts like quality score, targeting, conversion tracking, budgeting, and bidding. It also outlines the structures of AdWords accounts, campaigns, ad groups, keywords, and ads. Finally, it describes the processes for creating an AdWords campaign, the different types of campaigns, and the ad approval workflow.

1. GOOGLE AD-WORDS FUNDAMENTAL
1. Quality Score:
• Google assesses the quality and relevance of your ads, keywords, and landing pages. This
affects your ad rank and the cost per click (CPC).
2. Targeting:
• You can target your ads based on various factors such as location, demographics, device
type, and more.
3. Ad Extensions:
• These are additional pieces of information or links that can be added to your ad, providing
more value and increasing the ad's visibility.
4. Conversion Tracking:
• Setting up conversion tracking helps you measure the success of your ad campaigns by
tracking specific actions users take after clicking on your ads.
5. Budget and Bidding Strategy:
• Set a daily or monthly budget for your campaigns.
• Choose a bidding strategy that aligns with your goals, such as maximizing clicks, conversions,
or impression share.
6. Analytics and Reporting:
• Regularly monitor and analyze your campaign performance using Google Analytics and the
Google Ads dashboard.
7. Bidding:
 Google Ads operates on a bidding system. You bid on keywords, and the bid, along with the ad's
quality score, determines the ad's position on the search results page.
GOOGLE AD-WORDS STRUCTURE
Account:
 This is the highest level of organization and represents your overall Google Ads presence. It is
associated with a unique email address and contains all your campaigns, ad groups, and ads.
Campaigns:
 Within an account, you create campaigns to focus on specific advertising objectives, such as
promoting a product or driving traffic to your website.
 Each campaign has its budget, bidding strategy, and targeting settings.
Ad Groups:
 Within each campaign, you have ad groups. Ad groups are where you organize your ads and
keywords based on a common theme.
 Ad groups help you structure your campaigns logically and improve the relevance of your ads to
users' search queries.
Keywords:
 Keywords are the specific words or phrases that you target with your ads. Users' search queries
trigger your ads based on the keywords you've selected.
 It's crucial to conduct thorough keyword research to choose relevant and effective keywords for
your campaigns.

2. Ads:
 Ads are the actual content that users see when they perform a search related to your targeted
keywords.
 You create different ad variations within an ad group to test which ones perform best. This
might involve testing different headlines, descriptions, and display paths.
Ad Extensions:
 Ad extensions provide additional information in your ads, such as site links, callouts, and
location information.
 They enhance the visibility and relevance of your ads, potentially improving click-through rates.
Quality Score:
 Quality Score is a metric that Google uses to evaluate the relevance and quality of your
keywords, ads, and landing pages.
 It influences your ad rank and the cost per click (CPC) for your ads.
KEY TERMINOLOGIES IN GOOGLE AD-WORDS
Impressions:
 The number of times your ad is displayed to a user.
Clicks:
 The number of times users click on your ad.
Click-Through Rate (CTR):
 The percentage of clicks your ad receives compared to its total impressions. It is calculated as
(Clicks / Impressions) * 100.
Cost Per Click (CPC):
 The average cost you pay each time a user clicks on your ad.
Conversion:
 A completed goal, such as a purchase, sign-up, or download, that results from a user clicking on
your ad.
Conversion Rate:
 The percentage of clicks that result in a conversion. It is calculated as (Conversions / Clicks) *
100.
Quality Score:
 A metric that measures the relevance and quality of your keywords, ads, and landing pages.
Higher quality scores can lead to better ad positions at lower costs.
Ad Rank:

3.  The position of your ad on the search results page, determined by your bid, Quality Score, and
ad extensions.
Bid:
 The maximum amount you are willing to pay for a click on your ad.
Budget:
 The maximum amount you're willing to spend on a campaign on a daily or monthly basis.
Ad Extensions:
 Additional pieces of information or features that can be added to your ad, such as site links,
callouts, and location information.
HOW TO CREATE AN AD-WORDS
Step 1: Sign in to Google Ads
 Visit the Google Ads website and sign in using your Google account. If you don't have an
account, you'll need to create one.
Step 2: Navigate to Campaigns
 Once you're logged in, follow these steps:
 Click on the "+ Campaigns" button.
 Select the type of campaign you want to create. Google Ads offers various campaign types,
including Search, Display, Video, App, and Shopping campaigns. Choose the one that aligns with
your advertising goals.
Step 3: Set Campaign Settings
 Here are some common settings you'll need to configure:
Campaign Type:
 Choose the campaign type that suits your advertising goals (e.g., Search, Display, Video).
Campaign Name:
 Give your campaign a descriptive name.
Networks:
 Choose where you want your ads to appear. Options include the Google Search Network,
Google Display Network, or both.
Locations:
 Specify the geographic locations where you want your ads to be shown.
Budget:
 Set your daily or campaign budget.
Bidding Strategy:

4.  Choose how you want to bid for your ads (e.g., Manual CPC, Target CPA, Maximize Clicks).
Step 4: Create Ad Groups
 Click on "Ad groups" on the left sidebar.
 Set up ad groups within your campaign, each focused on a specific theme or set of keywords.
Step 5: Add Keywords
 Within an ad group, click on "Keywords."
 Add relevant keywords that users might use to find your products or services.
Step 6: Create Ads
 Within an ad group, click on "Ads."
 Create compelling ads that include headlines, descriptions, and display URLs. Follow Google's ad
format guidelines.
Step 7: Set up Ad Extensions
 Within an ad group, click on "Extensions."
 Add ad extensions to provide additional information (e.g., site links, callouts, location).
Step 8: Review and Launch
 Review your campaign settings, ad groups, keywords, and ads.
 Once you're satisfied, click "Save" or "Launch Campaign."
Step 9: Monitor and Optimize
 Regularly monitor your campaign performance.
 Use Google Ads reports and analytics to identify areas for improvement.
 Adjust your bids, ad copy, and targeting based on performance data.
DIFFERENT TYPES OF AD-WORDS AND ITS CAMPAINGN & ADS CREATION PROCESS
1. Search Campaign:
Objective: Drive traffic and increase visibility on Google Search.
Ads: Text-based ads that appear on Google Search results pages.
Creation Process:
 Choose "Search" as the campaign type.
 Set up ad groups and add relevant keywords.
 Create compelling text ads with headlines, descriptions, and display URLs.
 Set a budget and bidding strategy.
2. Display Campaign:
Objective: Increase brand awareness by displaying image or text ads across Google's Display Network.
Ads: Image or text ads shown on websites, apps, and YouTube.
Creation Process:

5.  Choose "Display" as the campaign type.
 Create visually appealing image or text ads.
 Define targeting options, such as demographics, interests, and placements.
 Set a budget and bidding strategy.
3. Video Campaign:
Objective: Promote video content on YouTube and other video platforms.
Ads: Video ads shown before, during, or after YouTube videos.
Creation Process:
 Choose "Video" as the campaign type.
 Create or upload your video ad.
 Define targeting options, such as demographics, interests, and placements.
 Set a budget and bidding strategy.
4. Shopping Campaign:
Objective: Promote and sell products with visually rich ads on Google Search and the Google Shopping
tab.
Ads: Product listings with images, prices, and store names.
Creation Process:
 Choose "Shopping" as the campaign type.
 Set up a product feed in Google Merchant Center.
 Create a Shopping campaign and set a budget.
 Define product groups and bidding strategy.
5. App Campaign:
Objective: Drive app installations and in-app actions.
Ads: Text, image, and video ads shown across Google Search, Play Store, YouTube, and other networks.
Creation Process:
 Choose "App" as the campaign type.
 Link your app from Google Play Store.
 Set a goal (e.g., installs, in-app actions).
 Google Ads automatically generates ads using your assets.
6. Smart Campaign:
Objective: Simplified campaigns for small businesses aiming for quick and easy setup.
Ads: Google Ads automatically creates and optimizes ads based on your business details.
Creation Process:
 Choose "Smart" as the campaign type.
 Provide business details and goals.

6.  Google Ads automates ad creation and optimization.
 Set a budget and let the campaign run.
7. Local Campaign:
Objective: Drive in-store visits by promoting local businesses on Google Search, Maps, and Display
Network.
Ads: Text, image, and display ads with location details.
Creation Process:
 Choose "Local" as the campaign type.
 Set up ad groups with location extensions.
 Set a budget and bidding strategy.
 Define business locations and targeting options.
AD APPROVAL PROCESS
1. Ad Creation:
 Create your ad within the Google Ads interface.
 Follow Google's ad format guidelines, including character limits, ad copy policies, and image
requirements.
2. Campaign Submission:
 After creating your ad, you submit it by saving or launching your campaign.
3. Ad Review:
 Google's automated system conducts an initial review of your ad to check for policy compliance.
 The review includes an assessment of ad content, keywords, and targeting settings.
4. Approval or Disapproval:
 If your ad complies with Google's policies, it is approved, and it can start running.
 If there are policy violations, your ad may be disapproved, and you'll receive an email
notification explaining the reasons.
5. Appeals Process:
 If your ad is disapproved, you have the option to make necessary changes to bring it into
compliance.
 You can then resubmit the ad for review.
KEYWORD MATCH TYPES
Use a Mix:
 Depending on your goals, a combination of match types may be effective.
Start Specific:
 Begin with more restrictive match types (like exact match) and expand if needed.

7. Monitor and Adjust:
 Regularly review search terms reports to see which terms trigger your ads, and adjust match
types accordingly.
Negative Keywords:
 Use negative keywords to exclude irrelevant traffic and improve ad targeting.
KEYWORD TARGETING &SELECTION
1. Understand Your Audience:
 Identify your target audience and understand their preferences, needs, and search behavior.
 Consider demographics, location, interests, and other relevant factors.
2. Keyword Research:
 Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to discover
relevant keywords.
 Brainstorm potential keywords based on your product, service, or content.
3. Keyword Types:
 Consider using a mix of keyword match types (broad, broad match modifier, phrase, and exact
match) to control the reach of your ads.
4. Relevance:
 Select keywords that are highly relevant to your business and offerings.
 Ensure that the chosen keywords align with the content of your ads and the landing pages.
5. Long-Tail Keywords:
 Incorporate long-tail keywords that are more specific and have lower competition.
 Long-tail keywords can often result in higher conversion rates.
6. Negative Keywords:
 Identify and include negative keywords to exclude irrelevant traffic.
 Regularly review search term reports and add negative keywords based on irrelevant queries.
7. Competitor Analysis:
 Analyze the keywords your competitors are targeting.
 Identify opportunities and areas where you can differentiate your ads.
DISPLAY PLANNER
MEANING:
The Display Planner is a tool designed to help advertisers effectively plan and execute their display
advertising campaigns on the Google Display Network (GDN).

8. DIFFERENT TYPES OF EXTENSION
1. Site link Extensions
2. Callout Extensions
3. Structured Snippet Extensions
4. Call Extensions
5. Message Extensions
CREATING LOCATION EXTENSION
Step 1: Sign in to Your Google Ads Account
 Visit Google Ads and sign in to your account.
Step 2: Go to Campaigns
 Navigate to the "Campaigns" section in the left sidebar.
Step 3: Select the Campaign
 Choose the campaign for which you want to add location extensions.
Step 4: Click on "Ads & Extensions"
 In the left sidebar, click on "Ads & Extensions."
Step 5: Click on "Extensions"
 Under "Ads & Extensions," click on "Extensions."
Step 6: Select "Location Extension"
 Click the blue "+" button and select "Location extension."
Step 7: Choose Extension Type
 You'll be prompted to choose the type of location extension you want to create. There are two
options:
 Manually enter locations: You can manually add your business locations.
 Use locations from Google My Business: If your business is listed on Google My Business, you
can link your Google My Business account to automatically import location information.
Step 8: Manually Enter Locations (if applicable)
 If you choose to manually enter locations, follow these steps:
 Click on "New location."
 Enter your business address details, including the business name, address, and phone number.
 Click "Save."
Step 9: Use Locations from Google My Business (if applicable)
 If you choose to use locations from Google My Business, follow these steps:
 Click on "Connect a Google My Business account."
 Log in to your Google My Business account and grant permission for Google Ads to access your
location data.

9.  Once connected, select the business location(s) you want to use in your campaign.
Step 10: Save and Confirm
 After adding locations, click "Save" to save your location extension.
Step 11: Review and Adjust
 Review your location extension details to ensure accuracy. You can adjust settings such as
targeting options, ad schedules, and bid adjustments.
Step 12: Save Changes
 Click "Save" or "Apply" to apply the location extension to your selected campaign.
CREATING CALL EXTENSION
Step 1: Sign in to Your Google Ads Account
 Visit Google Ads and sign in to your account.
Step 2: Go to Campaigns
 Navigate to the "Campaigns" section in the left sidebar.
Step 3: Select the Campaign
 Choose the campaign for which you want to add call extensions.
Step 4: Click on "Ads & Extensions"
 In the left sidebar, click on "Ads & Extensions."
Step 5: Click on "Extensions"
 Under "Ads & Extensions," click on "Extensions."
Step 6: Select "Call Extension"
 Click the blue "+" button and select "Call extension."
Step 7: Choose Extension Type
 You'll be prompted to choose the type of call extension you want to create. There are two
options:
 Phone numbers from your account: If you have phone numbers associated with your Google Ads
account, you can use them.
 Create a new phone number: You can create a new phone number specifically for call
extensions.
Step 8: Enter Phone Number
Depending on your choice in the previous step:
 If you selected "Phone numbers from your account," choose the phone number(s) you want to
use.

10.  If you selected "Create a new phone number," enter the phone number you want to use in your
call extension.
Step 9: Set up Call Reporting
 If you want to track calls as conversions, you may need to set up call reporting. This step is
optional but recommended for better performance tracking.
Step 10: Configure Additional Settings
 Configure additional settings such as device preference, scheduling, and call-only ads settings if
applicable.
Step 11: Save Changes
 Click "Save" or "Apply" to save your call extension.